units

MKF3301

Faculty of Business and Economics

Undergraduate - Unit

This unit entry is for students who completed this unit in 2013 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

print version

6 points, SCA Band 3, 0.125 EFTSL

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LevelUndergraduate
FacultyFaculty of Business and Economics
Organisational UnitDepartment of Marketing
OfferedCaulfield Summer semester A 2013 (On-campus block of classes)
Coordinator(s)Dr Ian Walker

Synopsis

An in-depth analysis of the marketing techniques that apply to service organisations and industries including service design and delivery, customer service, service quality measurement and internal marketing.

Outcomes

The learning goals associated with this unit are to:

  1. define a service and understand the implications of this on marketing research, buyer behaviour, classification of services and internationalising services
  2. design a service using blueprinting and the servuction model
  3. develop and implement promotional, pricing, product, distribution strategies for a service giving consideration to the demand management implications
  4. explain the importance of the measurement of service quality, giving consideration to relationship marketing theory.

Assessment

Within semester assessment: 50%
Examination: 50%

Chief examiner(s)

Contact hours

3 hours per week

Prerequisites